Law Firm SEO – 2023 Guide

Table of Contents

    If you are interested in reading a very long article about what SEO is, how it can be used for law firms to generate clients, and the dissected aspects of a healthy SEO strategy, then feel free to read on.

    If you are interested in what we can do for you and why firms hire Majux, here is the TL;DR:

    What We Offer

    In the broadest sense, what we offer (and why firms partner with us), is the freedom to build the ideal practice that you envision for yourself. We do this by building a stable base of content and visibility strategies that generate increasing lead volume over time.  Having this base of predictable and steady volume allows you to focus on the structure of your practice – whether it be:

    1. Handling only the types of cases that you want
    2. Managing intake and referring out cases
    3. Referring out cases and cherry picking only the most interesting or lucrative
    4. A change in practice area
    5. Creating a niche practice
    6. Scaling to new geographies or building a national practice
    7. Regaining work/life balance
    8. Building up a brand as part of an exit strategy
    9. Or anything in between

    Why Firms Choose Us

    Firms choose and stay with us because we are not just talking about it – we have a successful track record of doing this for clients.  Many of our longtime clients started with us as fresh solo practitioners after leaving a firm and branching out on their own.  Over time, we have built these practices up into intentionally customized legal practices and we can do the same for you.

    We Are a Strategy and Fulfillment House

    Many agencies are happy to manage the strategic piece of your campaign and outsource the actual production and implementation contained within that strategy.  There are several reasons why this is not beneficial for the client, but the main drawbacks would be capped work product and quality control. If your current agency is outsourcing the production and/or implementation piece of your engagement, that means that they are capping the amount of hours, or work product, for the people who are actually working on the campaign.  This is because they have to take the money that you pay them each month, carve it up, and pay an hourly rate to outsourced or contracted freelancers. If more work is suddenly needed in order to pivot, adapt to a Google update, speed things up, or simply move the needle for you at all, you are either waiting for your next reoccurrence date to tick over (and the retainer is replenished), or you have to pay more money.

    We operate completely differently.  Because all of our folks are in-house and in-person, we are able to allocate the necessary resources to your campaign in real-time.  Essentially, we will not stop until you are generating leads.

    This is why our agency is structured differently than other agencies in the space.  We place more of an emphasis on assembling team members that are talented at performing the actual task that they work on.  We do not employ generalists, account managers, or social media specialists who are pulled in to work on your strategy.  We operate in a structure that is more flat, which allows us to attract and nurture ongoing individual expertise in all of the components that combine to build up a stable, long-term strategy.

    We Have a Breadth of Data on What Converts Well

    Because we are working with a number of firms at a given time, we have a large, data-backed knowledge base on what strategies convert well and the order with which they should be implemented. This also allows us to more quickly get you to a point where you are generating calls.

    Because everything we do is backed by data, you are also able to benefit from our experience in other geographies in terms of specific patterns, what content topics convert, what visibility is important, and elements of websites that have been proven to convert well. This access to large data sets from a variety of geographies also allows us to identify real-time patterns in terms of what Google likes (and doesn’t’ like) in terms of quality, intent and ranking factors – which is now crucially important.

    We Care

    This one seems obvious, but 99% of the conversations that we have with firm owners begin with something similar to:

    “My agency used to be good, but now it seems like the owner is more interested in coaching than actually providing value.”


    “I think my agency got too big (or lost too many clients) and they can’t handle the work anymore.”


    “I just don’t feel the love with my current agency.”

    For us, the work product and the results are our core focus.  Our leadership is not interested in creating a podcast or building up an agency with the primary goal of selling it off.  Our only interest is you.  If you come to us with a system that is broken, we will not stop until it is fixed.   If  your practice changes, we will not stop until you are generating leads.   We hold ourselves to the same level of scrutiny that you would.

    Beyond that, we only take on clients when we have the bandwidth to provide a good work product.  We are not selling first, staffing later.  If we don’t have the capacity in terms of man hours to move the needle for you, we would much rather refer you to another agency than take on the work and not staff it appropriately.

    We Help You Manage Costs

    We offer easy-to-understand fixed-cost engagements that allow you to predict and manage cash flow and operations.

    You Retain the Control

    We also do not act as intermediaries for your assets. We set everything up in your name and manage them for you with delegated access. We can also help you regain control of your web properties and assets if another agency is holding them hostage.  Our goal is not to make $100/month off of you to manage the hosting of your website, our goal is to have every month be your best month ever in terms of leads generated from the web.

    On a sidenote, if your agency is holding your assets hostage – run.

    SEO for Law Firms – The Basics

    When it comes to SEO for law firms, there are unique considerations that have to be made due both to the ethical considerations and the highly competitive search landscape. It can be difficult to generate leads if you don’t know how to target potential clients at the exact time they are searching for representation. Google calls this “intent” and this piece is important.  We are experts at matching your content and visibility strategies with the intent of potential clients. This is much different than the visibility strategy behind how you would promote an eCommerce product or unrelated service.  

    SEO for law firms involves understanding the intent of a searcher’s query and what content or information they need to satisfy their research and ultimately turn them into a lead. A successful SEO strategy is able to capture prospective legal clients and guide them to take action (by calling you) on your website.

    SEO is Recession Proof

    Once you are ranking for your practice area terms, you won’t have to make knee-jerk decisions because of a bad economy. Your lead intake won’t take a hit if you need to turn off your paid advertising in a budget pinch, and you won’t have to suddenly spend thousands of dollars on search ads just to keep your phone ringing.

    SEO is the Only Channel that’s a True Investment, Not a 1:1 Return

    The investment you pour into SEO now will have a compounding effect down the road. Unlike PPC advertising, where you don’t receive “free” recurring value, your SEO efforts will keep driving ever-increasing traffic and leads in the future with no additional cost.

    “SEO” vs. “PPC”

    Firstly, the “law of two truths” applies here – you can get great results from both paid media and SEO at the same time. It’s not necessarily an either-or scenario. If you have the budget to do so, we recommend that you invest in Google Ads for attorneys and possibly even other channels as a stop gap at the very beginning of an SEO/content campaign while your visibility is still rising.

    Paid media (in particular, search advertising) channels and organic channels inform each other. The keyword research we perform for SEO purposes drives efficient search advertising campaigns, and as we view search data from paid search campaigns, we are able to work those queries into our organic content.

    Furthermore, SEO data (including search query reports from Google Search Console) help us build Custom Intent Audiences in the Google Ads platform. These curated audiences generate cost-effective leads for lawyers, and even though they run on the display network, they lead to calls and form submissions.

    Pay per click (PPC) advertising follows a bidding model. As more advertisers jump into the fray, the average cost per click will necessarily increase, and long term cost inflation will occur. If the recent economic climate has taught us anything, it’s that whenever times get tough, every law firm who feels pinched to try and increase lead intake turns to Google Ads for some quick leads – only to realize that everyone else has done the same. Google and Facebook are not making it cheaper to advertise, and more and more advertisers are joining the platforms. These marketing costs have nowhere to go but up.

    But if your budget calls for an either-or scenario, we would recommend choosing SEO and content over PPC for the following reasons:

    The Cost-Per-Lead for Leads Generated from Organic SEO Gets Cheaper Over Time

    Unlike paid media, which typically inflates, your ROI will keep improving with SEO. As your rankings increase and your organic traffic grows, you’ll get more and more calls without paying higher fees. Eventually, the only cost you’ll incur is for the ongoing maintenance of your SEO – and you may not need to spend money on Google Ads to keep the leads flowing.

    First – Does “SEO” Work For Law Firms?

    Yes, when properly executed, organic search visibility provides one of the most stable and economic sources of leads.  In our experience, once reached, a mature content and visibility strategy typically provides a 2-3x better ROI than the cost to participate in lead generation from social or paid ad campaigns.

    If you have ever heard from a peer or competitor that “SEO doesn’t work!,” one of the following is probably true:

    • The agency they were working with was too focused on vanity metrics such as traffic or ranking (often for the wrong topics)
    • The agency they were working with did not understand the client purchase journey
    • The agency they were working with did not understand intake optimization
    • It was working, but it was moving slowly or they gave up too early
    • They didn’t properly track the results or attribute leads
    • They received poor work

    Let’s address some of these scenarios:

    The Mistake of Being too Focused on the Wrong Metrics

    Metrics like traffic, clicks, impressions, and session duration serve as useful leading indicators, but they are not meaningful business KPIs. If you only receive these “vanity metrics” in your monthly reports, you may be justifiably frustrated. We report on calls, texts, and form submissions, and we trace these actions back to their source (organic search, Google My Business. etc.). We typically even track one step further by integrating case management software to track actual signed cases and the value of those cases.

    Keyword rankings are a means to an end. If you’re receiving monthly reports showing huge “keyword improvements,” but you aren’t getting calls, you might be suffering from one of the following:

    1. Tracking worthless keywords, such as rankings #1 in a place with a population of 2,000 people
    2. Tracking keywords with no commercial intent, like blog post titles
    3. Failing to set correct geographic parameters in your keyword tracking software

    Misunderstanding the Client Purchase Journey

    The client funnel for different types of law firms is unique in that an injury victim or other potential client with an acute need might spend one day researching their issue, then contact multiple (or many) firms, then wait an additional week before making the hire. Perhaps they weren’t even going to call a lawyer until their insurance company tried offering a lowball payout. We know the purchase journey intimately, and we will have content ready and waiting to capture leads at every step of the funnel.

    Misunderstanding Intake Optimization

    We set up call tracking software for all of our clients, and that often reveals a multitude of issues, like 1) calls not being answered within two or three rings  2) intake folks not understanding the law firm’s geographic radius or services 3) calls being missed outside of office hours 4) and many more.

    Gaps in your intake process could quite literally be costing your firm millions of dollars in revenue each year. We listen to hundreds of calls each month, and we actively coach our clients on how to sign more cases by improving intake.

    You Can’t Give Up On SEO Too Soon

    This often happens when expectations are not accurately defined. Organic SEO and content visibility takes time. Google intentionally bottlenecks the amount of visibility that it will reward your site. You may have invested in three months of SEO work, only to give up when the work didn’t pay for itself in that span of time. This is a good time to look at the “leading indicators” mentioned above – were your impressions for the right kinds of terms increasing in Google Search Console? Were you receiving incrementally more clicks for those high-intent queries? If yes, then an increase in monthly leads is around the corner.

    A brand new domain and website will likely require 6+ months of SEO work before it starts to generate consistent leads. It could take longer if you are seeking to enter an established, competitive market. This isn’t rocket science – only ten firms can rank in the top 10 traditional SERP results, and your competitors will have already completed years of backlinking, content, and PR work before you came along.

    As a result, some attorneys can get cold feet after spending $30,000 – $50,000 on SEO without a positive return. This is a mistake, considering the realistic timeline and value proposition of SEO, but it’s a reality.

    Properly Tracking and Attributing Leads

    This is a double-edged sword. On one side, you may have been missing leads because of intake issues or a technical website issue, and if your agency wasn’t savvy enough to figure  that out through web tracking, they were costing you money despite the fact that they did the work to get you the leads. On the other side, agencies can sometimes over-report leads (either accidentally or maliciously) by attributing referrals from past clients, branded searches, or other calls to their own marketing campaigns.  This also blocks your ability to double-down on areas, strategies or channels that are working.

    If you’ve gone through the effort of generating leads from SEO, make sure your lead tracking is segmented properly and tightened up. Consider using a UTM string to track website traffic and leads from Google My Business, using CallRail numbers to track calls from both your website and GMB, and track form submissions in Google Analytics. Generating results is half the battle, and communicating ROI is the other.

    Being Victimized by Poor Work

    If you paid for a large agency that didn’t care about your account, or had a bad experience with a consultant. Unfortunately, there are many “fake it ‘til you make” types in the SEO industry, and many other well-intentioned professionals who can’t hang in such a competitive niche. It’s entirely possible that the content, backlinking work, and web development you received from an agency wasn’t good enough to compete with other firms.

    Unfortunately, it happens, and you can’t necessarily recoup your lost investment. It’s important to move on quickly and work with someone who can both undo the bad work and start you on a path towards success. The longer that you let an agency do bad work, the more you are going to have to pay an agency to undo or clean up that bad work – you are essentially paying twice.  

    Second – Does Your Law Firm Need SEO?

    SEO and inbound content marketing has consistently been proven to be the most stable form of lead generation that you can have as a part of your law firm’s overall strategy. 

    Is Your Competition Using SEO and Content to Grab New Clients?

    If you don’t think your competition is devoting marketing resources toward attracting clients online, Google your practice area – see who shows up. You might be surprised at who is devoting resources to attracting clients from the web.

    Now disregard that fact (just because your competition is doing something isn’t necessarily enough of a reason to jump in yourself.)  Think about this instead – it is now commonplace for individuals (including corporate decision-makers) who are in a position to purchase legal services are knowledgeable and comfortable doing some amount of research regarding any purchase on the web. Cost and importance are no longer a concern when it comes to the research behind real-world purchasing.  People research everything from life-or-death decisions such as which surgeon to use to seemingly mindless decisions such as which restaurant to go to.

    It’s almost counter-intuitive to think that those same individuals or business owners wouldn’t devote some amount of time to selecting and evaluating an attorney prior to hiring them. Even outside of a cold-search, such as in the instance of a referral, nearly every potential client does some amount of secondary research on their own.

    Third – Evaluating if Your Current Digital Strategy is Working

    In short, data.  You should have access to all of your data and be able to confirm that the data is correct. If that is not the case, the first step in evaluation of your current ROI would be to get access and ownership of all of your Analytics, hosting and call/lead-tracking properties.

    Level One: Keyword Rankings/Visibility

    We use tools to monitor the daily fluctuations of your keywords, and we are able to quickly see what’s working and what isn’t. We will also share these rankings with you each month so you can see for yourself what your marketing budget is earning.

    Level Two: Website Traffic and Onsite Metrics

    We use Google Analytics and Google Tag Manager to measure actual traffic to your website, see what your web visitors are doing once they arrive, and track form submissions, chat interactions, phone clicks, and more. We then demonstrate this to you in a Google Data Studio dashboard. We also use Google Search Console to monitor search query data and see how Google views your site.

    Level Three: Call and Lead Tracking

    We use conversion events and call tracking software to measure actual form fills and phone calls on your site (not just clicks). We can attribute these calls to their sources, record them for quality control, and make informed marketing decisions in real time.

    Level Four: Intake and Client Interaction

    Truthfully, no amount of leads matter if you aren’t signing cases. We will check in often to see if the calls are translating to actual clients. It is not uncommon for our clients to need help with intake once we get to a point where we are producing a volume of leads for them.  It can be something that is overwhelming if you are not used to it.  In fact, this happens so often, that our Founder, Bernie Clark, has become somewhat of an intake optimization expert and is often contracted to improve intake processes for law firms that are both our clients and non-clients. 

    SEO for Lawyers


    Considerations When Choosing an SEO Agency to Work With

    Unfortunately, a major issue in the digital marketing space for law firms is that there simply are not enough agencies that are good at actually generating new clients for firms.  Sure, there are agencies that have produced results in other industries or that can increase traffic metrics. What we often hear from law firms that contact us is that these agencies simply don’t end up producing results in the form of real, high-quality prospective clients.  What they do often end up producing are what we refer to as “vanity metrics.”

    Is the Agency Outsourcing Work Product?

    When law firms make the decision to switch to our company and we dig into it, their agencies are often outsourcing work product. In the best case scenario, this doesn’t allow for consistency or quality control; and in the worst case, causes fulfillment issues.  Some agencies may use a hybrid model and keep one or two core offerings in-house and outsource other important pieces. The agency might have said all the right things, perhaps produced some results early on, but was not able to sustain or grow market share or client generation for the firm.  This is sometimes caused by an agency being singularly good at one aspect of a campaign (such as technical SEO or social media), but not having a well-balanced team or expertise in multiple disciplines (such as marketing strategy, conversion optimization, UX, or content strategy). What happens is that their singular expertise in the strategy that they keep in-house causes an initial uptick in activity but that activity stagnates or slows down once that expertise has been exhausted. Sometimes then the law firm will go with another agency that is good in a different discipline, where that underlying issue is rinsed-and-repeated.  

    To us, it is critically important that we have full control over all of the work-product that our agency produces. We are in-house and in-person. If there is a work-product that is required and we don’t provide it, we will make a referral to a company that we trust rather than up-charging you for the work and outsourcing it.

    Was Your Law Firm Forced/Exhausted into Choosing the “Safe” Option of a Large Agency?

    A second situation that we see often and is far worse for the client than our first scenario.  Many of the larger, legal-focused agencies save cost and streamline process by reproducing the same strategy and website aesthetic for clients.  Often, these clients are in the same geographic market.  What this results in is a cookie-cutter approach that is often out-dated and at odds with the actual nuts-and-bolts of what goes into generating leads for their clients (more on that below).  The worst part, you are overpaying for the ‘luxury’ of working with the large agencies.

    We understand that there are sometimes inherent career risks for in-house marketers when selecting which agency to go with. We have over a decade of experience working as a partner with in-house teams and whitelableing for other agencies. At the end of the day, generating a volume of quality leads is how we can help your in-house team shine.

    Being Held Hostage Without Results

    Worse, a couple of the less-scrupled large agencies hold your digital assets hostage or lock you into ridiculously long-term contracts.  The use of the word “ridiculously” is not hyperbole.  A 3-year SEO or web design contract can be downright dangerous to the long-term stability of your firm.  That is because of the pace at which things change in our world.  Not just in how Google evaluates websites, but also in changes to how potential clients interact with websites.  Apple could (and will) come out with a new iPhone that is a different width or loads different types of JS differently and all of the sudden you need to overhaul your site.

    Having a client locked in for three years means that these large agencies can either coast or upcharge you for tasks that become necessary as the internet evolves but might ‘fall outside’ of your current ‘scope.’  Both of those scenarios are directly-opposed to their being motivated to produce results in a sustained, long-term manner. What’s even worse, is that when a firm realizes this, it is often too late and in order to get out. You will have to forfeit you site files and the work that has been done up to that point.  I cannot tell you how many websites we have had to rebuild almost overnight in order to combat a large agency taking a law firm’s website down.

    We prefer to let the results we produce make the case for your wanting to work with us – and produce results is what we do.  That is why all of our engagements are on sixty-day terminations and we enjoy a 90% client retention rate. Our engagements are also structured so that you own all of your own assets – the website, your domain, your hosting, your call tracking, everything.  You are not “renting” anything from us.

    Does the Agency Work with Your Competitors?

    Is the agency you are considering working with your competition?  You can check this simply by asking a prospective marketing agency who else they work with in your market and performing a Google search for them.  Which firm are they going to work on ‘harder?’  Are they going to let your firm hire them to take away the market share that they have already charged your competitor to build?  Would they then turn around and do the same thing to you?  There are only so many eyes that you can compete for in a given geographic market.  This is especially true in the paid advertising space, which is more of a zero-sum strategy.

    You would much rather have an agency who is both competent and not working with your competition. That way, you can be assured that their success is reliant on taking market share away from your competition, rather than managing who gets what and for what cost.

    If we have given a firm exclusivity, we do not work with competing firms whose primary office location overlaps in the same county and all exclusivity rights are clearly outlined in our engagements.

    Will the New Agency Provide References?

    This one is obvious.  So obvious in fact, that many people fail to consider it.  What is the first thing you do when you need to repair your vehicle?  You ask friends if they know a good mechanic.  You check Google for reviews and ratings.  The same should be true with an agency.  If you find a promising agency that you are considering, ask them for at least one reference.  Unless the agency is fairly new, most successful agencies should have a strong portfolio of satisfied clients eager to make a recommendation.  This can put you at ease.

    Beware of “Guarantees”

    Internet marketing is not an exact science.  Most companies that claim to offer a “guarantee” or use other sales language that feels “scammy” are usually exactly that.  Instead of considering a company that makes large promises they can’t necessarily keep (usually just to get your first check in their pockets), you should search for a company that is transparent and intelligent, with a focused approach.  The other thing to know is that Google is constantly changing its algorithm.  Any internet marketing company that is experienced should know and understand that.  They should know full well that, especially in the beginning of a campaign, your rankings can be up one day, and down the next.  And if your marketing company is promoting best practices, a first page ranking that is more stable to fluctuations within Google’s algorithm changes takes time to build – sometimes a long time depending on how competitive your niche is.  Any company that guarantee you front page placement in month one or two may even be able to get you there, but you probably won’t be there long, and once you are penalized by Google for participating in what it considers ‘web spam’, the recovery process can take a lot longer than a month or two, if at all.  Nothing is guaranteed when it comes to Google’s search results – trust your gut, if a company interacts with you like a used car salesman would, steer clear.

    How Does the Communication Feel to You?

    Again, transparency is paramount. You want a company that will listen to your company’s needs, and offer form fit solutions to your particular set of priorities.  If a company uses a “one size fits all” approach, this will typically result in something that may not match your desired campaign, or fit your budget.  For example: there are many 3rd party options for analytics.  If your budget is lower or your campaign is limited in scope, there should be several options on the table to accommodate that fact.  For instance, Google Analytics gives insight into what visitors do on your site once they’ve decided to visit; and the service is free.  While it is likely not the optimum solution for a company looking for sophisticated analytics, it may be a good sign if the option at least comes up in a conversation.

    All in all, prioritize transparency, focus, and professionalism when searching out a company to meet your internet marketing needs.  Look out for vague pricing or one track strategies, and you’re well on your way to a successful marketing campaign.

    Law Firm SEO in 2023 – Our Process

    Whether you currently have a website, don’t, or already have an online marketing strategy in place, we can help you become better known in any practice you’d like. We’ve helped attorneys launch new practices, run nationally-targeted firms, increase perceived authority in a practice area, and get new clients in narrowly-focused litigation practices. We start with your clearly-expressed goals and custom-tailor a solution to achieve those goals.

    Targeting – Increasing the Quantity and Quality of New Clients

    This is a common mistake that some agencies make right out of the gate. They either incorrectly perform research about where potential visitors are or they rely only on Google search volume data to dictate the strategy. This often misses large audience segments that are lower-volume in terms of search but warmer in terms of intent or focus on audiences that are higher-volume in terms of search but are ice-cold in terms of intent/quality.  If you combine these two errors, you have a recipe for disaster where you are fielding a large number leads with no intent to need or be able to hire your firm.

    Making Sure Your Website is Set Up to Attract and Convert Visitors


    Your website has to be mobile friendly (that seems obvious in 2023, but we still encounter websites that don’t load properly on iPhones and Android devices). It’s well established by this point that attention spans are going down and mobile use is going up, so it is critically important that visitors need to be able to read, navigate and convert from your mobile site quickly and easily. 

    Page Speed and the New “LCP” and “FCP” Metrics that Google Uses to Evaluate Your Website

    Have you measured the speed of your website recently? If not, plug your URL in Google’s PageSpeed Insights tool – you might be disappointed. Further, Google introduced “LCP” (largest contentful paint) and “FCP” (first contentful paint), which measure how quickly and completely the majority of your content loads on mobile for a simulated human visitor.  This is now a core metric by which Google evaluates and rewards your website.

    Here’s a sobering statistic straight from Google: as your page load time increases from 1 second to 5 seconds, the probability of a web user “bouncing,” or abandoning your site without engaging, increases by 90%. If you have a slow mobile experience, you are losing cases.

    We have a sophisticated method for speeding up your site – we redesign with LCP in mind and minimize unnecessary scripts, compress (or remove) images, optimize your hosting and content delivery network (CDN) quality, and much more. All other things equal, the law firm with the fastest and most user-friendly mobile website often wins.

    Both versions of your website (desktop and mobile) should score as close to 100 in Google’s pagespeed insight tool as possible. As an example, here are the scores for this page as of March 21, 2023:

    best law firm SEO agency


    Best SEO company for lawyers


    A Website Without Technical Errors

    Does your site have broken pages (404 errors), incorrect canonical tags, redirect chains, inefficient code, bad hreflang attributes, or other technical issues? Each error devalues your site in Google’s eyes – one of the first things we do is crawl your site for technical SEO problems. It’s the “low hanging fruit” of SEO, and it directly leads to higher keyword rankings. 

    Are You Sending the Right Signals to Google?

    Google relies on page content, title tags, meta descriptions, image alt text, anchor text, and schema markup to determine how relevant your website is to user queries, and we will do the research to find the right phrases to use in these situations. 

    How User-Friendly is Your Site?

    User experience (UX) matters for SEO. If a visitor finds your site but can’t easily click a phone button or fill out a form, they will leave and become another firm’s client. We include conversion rate optimization (CRO) into our marketing strategy, and we’ll measure engagement on your site and make sure visitors convert after arrival.

    Content Strategy as a Cornerstone

    Ask yourself: does your website answer the questions that your potential clients are asking? If someone Google’s a car accident-related question, for instance, do you have a blog or page that can help them?

    Take a Full-Funnel Approach to Content

    Your website needs to satisfy middle-of-the-funnel (research) and end-of-full (purchase intent) search queries. For example, people on the web are asking, “What is the average settlement for a medical malpractice lawsuit in Nebraska?”. They have not yet decided if they are going to hire a lawyer, but it’s in your best interests to have that content on your website. Once they start Googling “medical malpractice lawyer near me,” they are at the end of the funnel – and you need a specific page to match that intent as well.

    Our content strategy at Majux attacks every aspect of the sales funnel simultaneously, and we are constantly tracking your conversion and traffic data to see which pages are producing results, and which aren’t.

    Understanding Your Audience and Intent Will Set You Apart

    Do your prospective clients use the phrase “workman’s comp” or “workers’ comp”? Do they use your city name in web searches, or do they prefer state-wide terminology? We will use our tools to research this for you, and we can write your content to address these concerns specifically. Furthermore, we can dig up actual search queries you should have blog posts and pages for, and we’ll incorporate those into our content strategy.

    Content Demonstrating Specific Experience

    Generic content won’t cut it. Your content needs to cite laws and statutes, be 100% unique, and show that the person writing it has in-depth legal knowledge. At Majux, our editorial team is staffed by expert writers who have passed the bar exam – and that expertise shines through in the content we produce.

    Audience-Specific Content

    We touched on this above, but legal content is not one-size-fits-all. Laws are different in Arkansas than they are in Pennsylvania, and furthermore, web users often include the state in their legal web queries. You need content written for a local audience by experts.

    Offsite Signals

    Consider that each backlink to your website – a link from another site to your own – is a vote. And that votes from high quality websites carry more weight in Google’s eyes. The trick is acquiring those backlinks.

    There are websites, like Martindale and FindLaw, that list lawyers and firms in a directory. You apply for inclusion, and you are able to list your law firm name, address, phone number, and often include a link to your website. We have an exhaustive list of these websites, and we add our clients’ sites to each one.

    We also track down websites devoted to amplifying local businesses of all kinds, not just law firms. These websites often carry a great deal of authority, and we can earn a backlink from them as well.

    We have successfully pitched article ideas to high-authority websites.  These contextual media mentions carry significant weight in Google’s eyes, and they will help you rank higher.

    If you were involved in a high profile case, achieved a remarkable verdict, or have something else newsworthy to share, we can help by contacting interested journalists in that field. When you are quoted in the news, you will often receive a backlink back to your website.

    Ready to Get Started?

    If you are ready to get started, feel free to call and set up a time to speak with our Management Team.

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